College Students' Exposure to Tobacco Marketing in Nightclubs and Bars

Ridner, S. Lee; Myers, John A.; Hahn, Ellen J.; Ciszewski, Tiffany N.

Journal of American College Health, v59 n3 p159-164 Nov 2010

Objective: To examine whether a college student's exposure to tobacco marketing in nightclubs and bars was affected by the presence of a smoke-free law. Participants: A random sample (N = 478) of students participated in the survey (no smoke-free law, n = 240; smoke-free law, n = 238). The analysis was limited to students who reported being in nightclubs and bars (n = 171). Methods: A nonexperimental, cross-sectional, 2-group design was used. Results: Students in the smoke-free law city were more likely to be approached by tobacco marketers (34.7% versus 20.2%, p = 0.02), offered free gifts (41.7% versus 24.2%, p = 0.02), and take free gifts for themselves (34.7% versus 19.2%, p = 0.02). They were more likely to be exposed to direct marketing strategies (1.83 versus 1.12, p = 0.02). There was no difference on indirect tobacco marketing by site. Conclusions: Tobacco marketing is pervasive in nightclubs and bars. Smoke-free laws may protect against exposure to secondhand smoke but not the "pro" smoking messages students encounter. (Contains 1 table.)